Determinants of online professor reviews

An elaboration likelihood model perspective

Dados Bibliográficos

ID12420746
AutoresYaojie Li (0000-0001-9698-6879, University of New Orleans, autor correspondente), Xuan Wang (0000-0002-7173-0962, The University of Texas Rio Grande Valley), Craig Van Slyke (0000-0003-3924-1859, Louisiana Tech University)
Ano2022
Volume33
Fascículo6
Páginas2086-2108
Data de publicação2022-12-21
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoInternet Research (JOURNAL)
Identificadores do periódicoISSN: 1066-2243 • E-ISSN: 2054-5657
EditoraEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-11-2020-0627
OpenAlexW4313502589
IdiomaEN
Citações recebidas1
Referências citadas70

Purpose Drawing on the elaboration likelihood model (ELM), the authors examine the influence of perceived professor teaching qualities, as central cues, on online professor ratings. Also, our study investigates how the volume and period of reviews, as peripheral cues, affect online professor ratings. Design/methodology/approach Leveraging stratified random sampling, the authors collect reviews of 892 Information Systems professors from 250 American universities. The authors employ regression models while conducting robustness tests through multi-level logistic regression and causal inference methods. Findings Our results suggest that the central route from perceived professor qualities to online professor ratings is significant, including most qualitative pedagogical factors except positive assessment. In addition to course difficulty, the effect of the peripheral route is limited due to deficient diagnosticity. Research limitations/implications Our primary concern about the data validity is a lack of a competing and complementary dataset. However, an institutional evaluation survey or an experimental study can corroborate our findings in future research. Practical implications Online professor review sites can enhance their perceived diagnosticity and credibility by increasing review vividness and promoting site interactivity. In addition to traditional institutional evaluations, professors can obtain insightful feedback from review sites to improve their teaching effectiveness. Originality/value To our best knowledge, this study is the first attempt to employ the ELM and accessibility-diagnosticity theory in explicating the information processing of online professor reviews. It also sheds light on various determinants and routes to persuasion, thus providing a novel theoretical perspective on online professor reviews

Creativity · Credibility · Elaboration likelihood model · Epistemology · Generalizability theory · Inference · Interactivity · Originality · Perception · Perspective (graphical · Persuasion · Communication in Education and Healthcare · Computer Science · Online and Blended Learning · Psychology · Social Psychology · Artificial Intelligence